PENGARUH CUSTOMER PERCEIVED VALUE “LE CLUB MEETING PLANNER” TERHADAP CUSTOMER LOYALTY DI NOVOTEL TANGERANG : survei terhadap member mice di novotel tangerang

Tambunan, Susi Essenny (2017) PENGARUH CUSTOMER PERCEIVED VALUE “LE CLUB MEETING PLANNER” TERHADAP CUSTOMER LOYALTY DI NOVOTEL TANGERANG : survei terhadap member mice di novotel tangerang. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Persaingan usaha akomodasi hotel sangat tinggi seiring tumbuhnya hotel bintang empat baru di Tangerang. Masalah utama dalam industri perhotelan adalah bagaimana cara membuat tamu hotel tetap loyal. Persaingan kompetitif membuat sulitnya untuk mempertahankan tamu khususnya dalam bidang MICE di hotel. Novotel Tangerang adalah salah satu hotel bintang empat di Tangerang yang dihadapkan dengan permasalahan rendahnya loyalitas member MICE di hotel. Oleh karena itu Novotel Tangerang harus memiliki strategi untuk mengatasi masalah tersebut dengan berupaya meningkatkan dan mempertahankan semua aspek untuk mendapatkan serta mempertahankan loyalitas membernya. Dengan demikian peneliti memilih customer perceived value sebagai salah satu solusi yang dapat ditetapkan untuk meningkatkan tingkat loyalitas member MICE di Novotel Tangerang. Dalam penelitian ini variabel independen (X) yang digunakan yaitu customer perceived value yang terdiri dari fungtional value, psycological value, externality value, dan financial value. Variabel dependen (Y) yaitu customer loyalty. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory survey dan pendekatan cross sectional. Sampel sebanyak 90 responden yaitu tamu member MICE dengan teknik penarikan yang digunakan adalah simple random sampling. Teknik analisis data yang digunakan adalah regresi berganda. Pelaksanaan customer perceived value di Novotel Tangerang indikator fungtional value mendapatkan penilaian terendah sedangkan externality value mendapat penilaian tertinggi dan didapatkan bahwa adanya pengaruh customer perceived value terhadap customer loyalty. Setiap dimensi customer perceived value yang terdiri fungtional value, psychological value, externality value, financial value memiliki pengaruh terhadap customer loyalty. Hasil penelitian menunjukan bahwa nilai tertinggi yang didapatkan adalah fungtional sedangkan yang terendah adalah financial value. Dapat disimpulkan bahwa customer perceived value memberikan pengaruh signifikan terhadap customer loyalty di Novotel Tangerang, dengan presentase sebesar 51% dan sisanya 49% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.;---Hospitality industry is an important industry in tourism activities since it can provide substantial contribution for tourism sector. Hotel accommodation business competition is competitif because the growth of new hotels in Tangerang. The main problem in the hospitality industry makes it difficult to maintain each member. Novotel Tangerang hotel is one of the four star hotel in Tangerang who face the weak of guest loyalty problem. Therefore, Novotel Tangerang hotel always makes effort to improve and maintain all aspects to get a more loyal guest. The purpose of this research is to seek findings influence on customer loyalty customer value at Novotel Tangerang. In this study, the independent variable (X) is customer perceived value consisting of functional value, phsycological value, externality value, and financial value. Dependent variable (Y) that is customer loyalty. The type of research method used descriptive and verificative by using used are explanatory survey and cross sectional approach. The sample in this study of 90 responden that member of MICE in Novotel Tangerang, the sampling technique used is simple random sampling. The data analysis technique used is multiple regression. Implementation of customer perceived value at Novotel Tangerang is located in high category, the dimension of externality value get the highest ratings and lowest ratings is negative fungtional value. And customer perceived value has significan effect on customer loyalty. The high value was in the indicator fungtional value and the lowes is financial value. It can be concluded that customer perceived value has significant influence on customer loyalty at Novotel Tangerang, with the percentage of the effect is 51% and the remaining 49% is influence by other factor that not examine this study.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP TAM p-2017; Pembimbing : I. Ghita Sishara, II. Taufik Abdullah; NIM : 1304631.
Uncontrolled Keywords: Customer perceived value, Customer Loyalty, Novotel Tangerang, Customer Perceived Value, Customer Loyalty.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Isma Anggini Saktiani
Date Deposited: 30 Nov 2018 02:39
Last Modified: 30 Nov 2018 02:39
URI: http://repository.upi.edu/id/eprint/32169

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